Forrester: Answer engines now control brand growth through word-of-mouth institutionalization

Forrester: Answer engines now control brand growth through word-of-mouth institutionalization

4h ago
Forrester Blog AI SprinklerAS Research_benchmarks New

The Gist

  • ChatGPT and Claude now determine consideration sets before human interaction
  • Marketers rushing to implement answer engine optimization (AEO) practices
  • Requires new roles and competencies for AI-mediated buyer journeys

RevBots.ai View:

GTM teams must redesign funnel metrics around AI answer mediation points.

Full Story: Forrester Blog →